Digital Entrepreneurship for Sustainability: Opportunities in Emerging Green Market, Sweta Hota, Nirupama Mohanty, Nirupama Mohanty, Smruti Sahoo, Alaka Panda
Sweta Leena Hota
Assistant Professor
School of Leadership and School of Economics and Commerce
Kalinga Institute of Industrial Technology (KIIT) Deemed to be University
Bhubaneswar
India
ORCID: 0000-0002-8726-8143
Nirupama Mohanty
Assistant Professor, School of Economics and Commerce,
Kalinga Institute of Industrial Technology (KIIT) Deemed to be University,
Bhubaneswar
India
ORCID: 0000-0002-0465-2490
Smruti Rekha Sahoo
Assistant Professor, Department of Commerce,
Samanta Chandra Sekhar (A) College, Puri
India
ORCID: 0000-0002-2812-6073
Alaka Panda
Lecturer in Commerce, Biju Patnaik Degree College of Science and Education,
Bhubaneswar
India
ORCID: 0000-0002-9448-7520
Type of Paper: Research
Received: 11 December 2025 / Revised: 19 January 2026 / Accepted: 30 January 2026 / Published: 12 February 2026
DOI: 10.47556/J.WJEMSD.22.1-2.2026.3
Purpose: Digital entrepreneurship in the green markets served as the research topic to understand market potential, together with the facing of obstacles and financial aspects of sustainable business operations.
Design/Methodology/Approach: Survey questionnaires were used for data collection to obtain information from operators who are focused on digital implementation within the green sector.
Findings: The findings demonstrate that digital tools can create better business efficiency and sustainable measurement capabilities while expanding markets. The main obstacles faced by businesses are their elevated expenses and restrictive regulations in combination with resource shortages.
Limitations: As the study relies on surveys, the responses may be subject to bias and perception of respondents, and the sample size and composition were limited to only early and mid-stage green enterprises.
Originality/Value: This study with original data offers insights into how digitalisation transforms green entrepreneurship through innovation, which promotes sustainability.
Keywords: Digital Entrepreneurship; Sustainability Impact; Green Market; Digital Tools; Green Initiatives; Carbon Footprints.
Citation: Hota, S. L., Mohanty, N., Sahoo, S. R. and Panda, A. (2026): Digital Entrepreneurship for Sustainability: Opportunities in Emerging Green Market. World Journal of Entrepreneurship, Management and Sustainable Development (WJEMSD), Vol. 22, Nos. 1-2, pp. 29-49.
